How to Incorporate Social Data for CRM Into Your Quest for a 360-Degree View of the Customer

Archived Published: 22 January 2015 ID: G00273280

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Application leaders supporting CRM struggle to incorporate social data into their construction of a 360-degree view of the customer. In this research, we discuss approaches for linking social and legacy profile data.

Table of Contents

  • Introduction
  • Analysis
    • Consider Investing in an MDM Application or Extending Your Existing MDM Program to Meet Social Data Reconciliation Needs
    • Pursue the Use of Data Quality Tools With Logic and Matching to Identify Corresponding Customer Records in Disparate Business Applications If MDM Is Not Something Your Organization Can Manage Now
    • If You Don't Have an Application Budget to Develop a 360-Degree View of the Customer, Fall Back on Manual Links
  • Gartner Recommended Reading
© 2015 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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